Clinique announced its entry into the metaverse with its first NFT makeup campaign in collaboration with 3D content and software company Daz 3D.
We’re all invited… Introducing our first #NFT makeup collection celebrating a #MetaverseLikeUs.
We’re partnering with avatar creator @daz3d on a mission to inspire a more inclusive meta-community and bring the spotlight to underrepresented identities in the #metaverse. pic.twitter.com/fDwbYMs4V4
— Clinique (@Clinique) June 8, 2022
As part of this initiative, Clinique has tapped a diverse group of world-leading makeup artists and creators, including Tess Daly, Sheika Daley and Emira D’Spain, to work their makeup magic in the exclusive “Metaverse More Like Us” NFT campaign, which challenges unrealistic beauty standards and champions individuality.
Applying makeup to avatars from Daz 3D Non-Fungible People’s (NFP) NFT collection, each makeup artist and creator drew inspiration from her own style to create her two looks, one real and one fantastical. All the looks were created with the diversity of the NFP in mind, allowing them to suit all skin tones, face shapes and hairstyles.
We’re all invited… Introducing our first #NFT makeup collection celebrating a #MetaverseLikeUs.
We’re partnering with avatar creator @daz3d on a mission to inspire a more inclusive meta-community and bring the spotlight to underrepresented identities in the #metaverse. pic.twitter.com/T7j68rBuVN
— Clinique (@Clinique) June 8, 2022
Launched in January, Daz 3D’s NFP collection consists of 8,888 female and non-binary photorealistic 3D avatars, 60% of which are characters of color. Each NFT includes a fully rigged 3D model built for use in the metaverse.
NFP holders can pose, render and animate their NFP in 3D software, use their avatar in video calls with motion capture technology, and export their avatar for use in other popular 3D programs. NFP has previously partnered with sportswear brand Champion to outfit headline avatars.
Your quick guide to a #MetaverseLikeUs:
3 NFT makeup drops = July through September
2 looks per drop = created by a leading makeup artist
1,968 avatars per drop = inspired by our founding year, 1968
IRL products = shop the full looks each monthhttps://t.co/xBvtWtYMSK pic.twitter.com/VjzpSbG80r— Clinique (@Clinique) June 8, 2022
Clinique’s NFT makeup will be sent free of charge to 1,968 randomly selected NFP collection holders over the next three months, starting in July. Upon receiving the NFT makeup, holders must choose to burn it to reveal the makeup look, which will then be applied to their Daz 3D NFT collection avatar.
This is Clinique’s second NFT project. Last October, the company awarded three NFT artworks to clients who submitted essays on optimism.
"This look’s inspiration came directly from Clinique’s All About Shadow Quad palette in Pink Chocolate. To add a bit of drama & a fantastical element, I went with a dark vampy look," says Tess Daly, one of three incredible MUA collaborating to create a diverse #MetaverseLikeUs. pic.twitter.com/j6MhWh4aUT
— Clinique (@Clinique) June 9, 2022
“Our mission to be of service to all skin means we are dedicated to increasing inclusivity everywhere our brand connects with consumers, and that commitment is no different in the Metaverse. As the Metaverse is flourishing, we know that what we create today can have a positive impact on the beauty standards of the future. We are proud to collaborate with leaders in this space, like Daz 3D, and with artists who help us bring optimism through art,” said Carolyn Dawkins, Clinique’s senior vice president of global marketing, analytics and online.
Diversity has become an emerging theme within the NFT space, especially during Pride Month. Last week, The Sandbox, People of Crypto and makeup company NYX announced a collaboration to launch the first diversity hub in the metaverse, as well as a collection of NFT avatars with voxelized makeup looks for each group represented in the Progress Pride banner.
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